"On the basis of research on the Italian market (curated by DeRev Lab, specialized in digital positioning), it emerges that the value of this market in Italy is about 280 million in 2021, and that the growth compared to the previous year is 15%. Worldwide, there are 14 billion, compared to 9.7 in 2020" (Source: THE 24 HOURS SOLE https://www.ilsole24ore.com/art/gres-giro-d-business-influencer-nicchia-280-million-italia-AE1ZNIx )
AssoinFLUENCER is born, an Italian influencer association, born with the specific aim of promoting and protecting the new generation profession from which it takes its name. The non-profit association has been formally incorporated by the Ministry of Economic Development in the list of professional associations referred to in L. 4/2013. The influencer union to protect a category with 450 thousand professionals, 350 influencer content creator, and 100,000 figures orbiting it: managers, consultants, social media managers etc.
According to a research by DeRev.com (the Italian company founded by Roberto Esposito which deals with strategy and digital identity, fintech and crowdfunding, community engagement and communication on social media, developing innovative projects and solutions for brands, institutional actors and Public Administration, public and political figures) social media can be considered as well as a channel of rapid communication and with infinite potential for expansion, also an economic asset:
The birth of a union that protects this type of workers even at institutional level, places the emphasis on the social media issue also at organisational level and confirms a reality, for many uncomfortable: Social media is no longer ignorant. They are a world in itself, parallel to the real one, which has its own rules, its own values and for some years also its own economy. Ignore the social world, not consider it as an organizational reality, it is not a choice, it is a fear, a will not to change, to break a mentality, to look beyond. It's a big change, but it's the same kind of change that brought the computer: learning a new way to approach work, changing its modus operandi abruptly and steadily. Entering social media does not mean to modify in total your approach to communication, it means to enlarge your vision and add a piece within the concept of networking, communication, marketing. Not doing so means ignoring a slice of the market, choosing to turn away.
Once this need is met, there are two huge steps to be taken. The first is to ask how social can help your organization achieve certain goals, so how can you successfully enter the social world. The second is to do it.
